Movexa sells a joint-support supplement.
Their landing-page headline left out the one word that said so.
They tested a single change: adding the word "supplement."
VWO reports purchases rose 89.97% over the original headline.
They never published the starting numbers, and VWO sells the testing software, so hold it loosely. The lesson survives even at half the size. A stranger has to know what you're offering before any persuasion can reach them.
Coaches and consultants are especially exposed, because their offers are harder to name than a bottle on a shelf. "Step into the life you were made for" is a lovely headline. It could also be selling coaching or a mattress.
The good news is the fix might be one word.
Read your headline as someone who has never heard of you. Within five seconds, would they know what you sell?
Tell me in the comments what they'd guess.